2012年第三季度全国游客满意度稳中有升，今年首次超过80分，处于“满意”水平。景区服务、旅游价格等依然是游客关心的焦点问题，今年以来入境游客满意度波动较大、投诉比例持续上升也应高度关注。

In the third quarter of 2012 national tourist satisfaction have increased slowly,For the first time this year more than 80 points,in"satisfaction"level.Scenic area service/Tourism price is still the focus of concern tourists,Since this year entry visitors satisfaction large fluctuations/Complaints rising proportion should also be high attention.

一、2012年第三季度全国游客满意度总体情况 a/In the third quarter of 2012 national tourist satisfaction overall situation

　　2012年第三季度全国游客满意度综合指数为80.04，处于“满意”水平。较上一季度上升0.11，较去年同期下降0.42。游客在现场、网络评论和投诉等三方面的满意度分别为83.23、81.36和59.79。游客的现场和网络评论满意度相对稳定，旅游投诉满意度继续稳步提升。

In the third quarter of 2012 national tourist satisfaction comprehensive index is 80.04,in"satisfaction"level.A rise in the quarter of 0.11,Compared to the same period last year fell 0.42.Visitors at the scene/Network comments and complaints from three aspects: satisfaction were 83.23/81.36 and 59.79.Tourist site and network review satisfaction relative stability,Tourism complaints satisfaction continue to steadily improved.

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(一）现场问卷调查：国内、出境游客满意度相对稳定，但入境游客满意度波动较大 a)Field questionnaire survey:domestic/Outbound tourist satisfaction relative stability,But immigration tourist satisfaction large fluctuations

　　2012年第三季度现场问卷调查满意度为83.23，处于“满意”水平，较上一季度下降0.13，较去年同期下降2.02。主要原因是入境游客满意度波动较大，较上一季度下降9.68。国内、入境和出境游客满意度分别为83.29、82.71和83.66，均处于“满意”水平。

In the third quarter of 2012 field questionnaire satisfaction is 83.23,in"satisfaction"level,A last quarter fell 0.13,Compared to the same period last year fell 2.02.The main reason is the satisfaction of tourist arrivals fluctuates greatly,A last quarter fell 9.68.domestic/Immigration and outbound tourist satisfaction were 83.29/82.71 and 83.66,Are in"satisfaction"level.

　　国内市场：散客满意度超过团队游客。国内游客满意度为83.29，较上一季度上升0.93，但较去年同期下降1.96。与去年同期相比，国内游客满意度下降的主要原因是游客对购物、景点的满意度下降较大，散客对旅游价格满意度下降较大。近期以来，散客和团队游客满意度不断趋近，本季度散客满意度超过团队游客。国内团队游客满意度为83.14，较上一季度上升0.37，较去年同期下降3.38。国内散客满意度为83.37，较上一季度上升1.23，较去年同期下降1.2。散客满意度相对较高的原因主要是期望值相对较低，其对大部分服务的满意度仍然低于团队游客。

Domestic market:Individual traveler satisfaction more than team tourists.Domestic tourist satisfaction is 83.29,A rise in the quarter of 0.93,But compared to the same period last year fell 1.96.Compared with the same period last year,Domestic tourist satisfaction is the main reason for decline in tourists to shopping/The satisfaction of larger decline scenic spots,Individual traveler satisfaction of tourism price decline larger.Since recent,Individual traveler and team tourist satisfaction constantly approach,This quarter individual traveler satisfaction more than team tourists.Domestic team tourist satisfaction is 83.14,A rise in the quarter of 0.37,Compared to the same period last year fell 3.38.Domestic individual traveler satisfaction is 83.37,A rise in the quarter of 1.23,Compared to the same period last year fell 1.2.Individual traveler satisfaction relative higher expectations are the main reasons why is relatively low,The most service satisfaction are still below team tourists.

　　入境市场：游客满意度明显下降，在当前入境旅游市场增长乏力的背景下应予高度重视。入境游客满意度为82.71，较上一季度下降9.68，较去年同期下降2.48。主要原因是入境游客对景点、娱乐服务满意度下降较大，分别下降8.97和3.63。入境游客对景点价格、环境卫生、英文环境、出租车服务和签证等公共服务提的意见也较多。本季度调查口岸城市的入境游客满意度从高到低依次是：上海、成都、重庆、北京、杭州、沈阳、西安、广州，其中北京的入境游客满意度有所下降。从入境客源地看，俄罗斯、美国、瑞典、非洲和印度等远程市场游客满意度较高，香港、马来西亚、韩国、澳门、新西兰、菲律宾和蒙古国等近程市场游客满意度较低。

Entry market:Tourist satisfaction decreased obviously,In the current inbound tourism market growth under the background of weak shall attach great importance to.Entry visitors satisfaction is 82.71,A last quarter fell 9.68,Compared to the same period last year fell 2.48.The main reason is to attractions tourist arrivals/Entertainment service satisfaction large decline,Decreased respectively 8.97 and 3.63.Entry visitors to scenic spot price/Environmental health/English environment/Taxi service and visa and other public service more also by the advice.The quarterly survey of entry port city tourist satisfaction from high to low in turn is:Shanghai/chengdu/chongqing/Beijing/hangzhou/shenyang/xian/guangzhou,The Beijing's entry visitors satisfaction declined.See from the entry tourism source,Russia/The United States/Sweden/Africa and India, as well as remote market tourist satisfaction is higher,Hong Kong/Malaysia/South Korea/macau/New Zealand/The Philippines and Mongolia etc short-range market tourist satisfaction is low.

　　出境市场：公共服务和公共设施满意度有所下降。出境游客满意度为83.66，较上一季度下降3.2，较去年同期上升0.75。与上一季度相比，出境游客满意度下降较大的主要原因是对公共服务、交通、住宿和景点等方面满意度下降较大，例如中文标识、交通疏导、住宿环境、景点内容和购物服务等。从出境旅游目的地看，出境游客打分较高的主要是发达国家，例如西班牙、阿根廷、美国、韩国、加拿大、澳大利亚、新西兰和德国，打分较低的主要是发展中国家，如巴西、埃及、南非、意大利和菲律宾。

Outbound market:The public service and public facilities satisfaction declined.Outbound tourist satisfaction is 83.66,A last quarter fell 3.2,Compared to the same period last year rose 0.75.Compared with the previous quarter,Outbound tourist satisfaction is the main reason of the large decline in public service/traffic/Accommodation and attractions, etc larger satisfaction levels drop,For example, Chinese label/Traffic channel/accommodation/Scenic spot content and shopping service, etc.From the outbound tourism destination look,Outbound tourist score higher are mainly developed countries,Such as Spain/Argentina/The United States/South Korea/Canada/Australia/New Zealand and Germany,Low grade of the main is a developing country,Such as Brazil/Egypt/South Africa/Italy and the Philippines.

（二）网络评论调查：满意度总体呈上升趋势，但公共服务评价仍然不高 (two)Network review survey:The overall satisfaction shows ascendant trend,But the public service evaluation is still not high

　　来自网络评论调查的游客满意度指数为81.36，处于“满意”水平，较上一季度上升0.49，较去年同期上升1.79。当地居民态度、在线旅游服务价格、餐饮和住宿等满意度有所上升，推荐度、交通、娱乐、旅行社和旅游行业管理等满意度有所下降。从分指标看，游客对网络预订的满意度最高,指数为96.17。游客对网络预订、休闲娱乐、购物、景点、住宿、餐饮、当地居民态度、目的地旅游形象较满意，满意度指数高于70。游客对于性价比、回头率/推荐度满意度较一般，满意度指数在60-70之间。游客对于旅游行业管理、旅行社、交通比较不满意，满意度指数在60以下。

Comments from the network investigation of tourists satisfaction index was 81.36,in"satisfaction"level,A rise in the quarter of 0.49,Compared to the same period last year rose 1.79.Local residents attitude/Online travel service price/Food and lodging and increased satisfaction,Recommended degree/traffic/entertainment/Travel and tourism industry management satisfaction declined.From points index see,Visitors to the satisfaction of the highest network reservation,Index is 96.17.Visitors to the network reservation/entertainment/shopping/attractions/accommodation/catering/Local residents attitude/Destination tourism image satisfactory,Satisfaction index is higher than 70.Visitors to price/To lead/recommend degree of satisfaction is more general,Satisfaction index in between 60-70.Visitors to the tourism industry management/Travel agency/The traffic is not satisfied,Satisfaction index below 60.

　（三）旅游投诉调查：满意度指数接近60，但入境游客投诉比例持续上升 (three)Tourist complaint investigation:Nearly 60 degree of satisfaction index,But immigration visitors complaints proportion continue to rise

　　本季度旅游投诉满意度指数为59.79，较上一季度上升0.88，较去年同期上升4.99。自开展全国游客满意度调查以来，游客投诉满意度持续提升，满意度指数已经从2010年第一季度的33.70上升到本季度的59.79，首次接近60。本季度网络旅游投诉便捷程度、质监机构建设、旅游服务质量公告公示频度、公示详细程度和旅游投诉的处理效果等满意度均有所提高。国内散客、团队和入境游客的抱怨比例为27.6%、30.5%和23.7%，投诉比例为4.27%、6.4%和8.18%。从趋势看，旅游政务网稳定性和入境游客投诉比例前三季度由5.19%持续上升到8.18%这两个问题应高度关注。

This quarter tourist complaint satisfaction index was 59.79,A rise in the quarter of 0.88,Compared to the same period last year rose 4.99.Since launching the visitors since the satisfaction survey,Tourists complain satisfaction continued ascension,Satisfaction index had from the first quarter of 2010 of the quarter rose to 33.70 59.79,Nearly 60 for the first time.This quarter network tourist complaint convenience degree/Qualitative inspect mechanism construction/Tourism service quality public announcement frequency/Public detailed degree and tourist complaint handling effect of satisfaction are improved.Domestic individual traveler/Team and the entry of tourists complain that the proportion is 27.6%/30.5% and 23.7%,The complaint was 4.27%/6.4% and 8.18%.From the trend,Tourism e-government network stability and entry visitors complaints ratio from 5.19% in the third quarter before rising to 8.18% these two problems should be high attention.

　　二、2012年第三季度全国游客满意度影响因素分析 two/In the third quarter of 2012 national tourist satisfaction influence factors analysis

　（一）环境设施：便民设施满意度相对较低 (a)Environment facilities:Facilities for the convenience of the satisfaction rate is lower

　　本季度环境设施的满意度为75.20，比上一季度上升0.09，较去年同期上升1.86，总体也呈上升趋势。从分指标看，目的地宜游度、开放和发展程度、居民友好程度不断上升，这些在网络评论中也得到充分体现。目的地文明程度和文化内涵稳中有升，生态气候满意度则呈现季节性波动。市容市貌的满意度变化不大，安全感也比较稳定。存在的问题主要是便民措施满意度有所下降，例如自行车道、步行道、卫生管理和公共厕所等。

This quarter environment facilities satisfaction for 75.20,Than the last quarter rose 0.09,Compared to the same period last year rose 1.86,Overall also shows ascendant trend.From points index see,Destination appropriate degree of swimming/Open and development degree/Residents friendly rising degree,These comments in the network have also been fully reflected.Destination civilization and cultural connotations have increased slowly,Ecological climate satisfaction revealed seasonal variation.The satisfaction of city appearance ShiMao little change,Security is relatively stable.Existing problems are mainly for the convenience of the satisfaction measures decline,Such as bicycle lane/Walking way/Health management and public toilets, etc.

　　（二）公共服务：标准化和国际化不足，需要结构性提升 (two)The public service:Lack of standardization and internationalization,Need structural ascension

　　在影响游客满意度的各类因素中，公共服务的满意度相对较低，本季度为71.04，较上一季度下降0.63，较去年同期下降0.06。根据网络评论调查，旅游行业管理等公共服务满意度也一直落后。由于旅游投诉服务的地区间差距较大，也导致该指标满意度长期偏低。近期以来投诉系统和质监服务不断完善，信息提供、网站建设和应急系统等基本公共服务则需要加强。从游客类型看，入境游客对公共服务满意度最低，也感觉最不方便，其满意度一直偏低且呈下降趋势。散客对公共服务的满意度也不高，团队游客则相对较好。

In all kinds of factors affect the tourists' degree of satisfaction in,The public service satisfaction is relatively low,The quarter was 71.04,A last quarter fell 0.63,Compared to the same period last year fell 0.06.According to the network review survey,Tourism industry management and other public service satisfaction have been behind.Due to the tourist complaint service of regional difference is bigger,Also resulted in the long-term low index satisfaction.Since the recent complaints system and qualitative inspect service continuously perfect,information/Website construction and emergency system is required to strengthen basic public services.From the visitors see type,Entry visitors to the lowest satisfaction of public service,Also feel the most inconvenient,The degree of satisfaction has always been on the low side and costs continue to drop.Individual traveler to public service satisfaction is not high also,Team tourists are relatively good.

　　（三）行业服务：景点、价格等满意度持续下降且相对较低，各要素服务质量的稳定性需加强 (three)Industry service:attractions/Price satisfaction continued to decline and relatively low,The stability of the elements service quality should be strengthen

　　本季度行业服务满意度呈波动下行趋势，为71.78，较上一季度下降0.36，较去年同期下降0.5。旅游行业中满意度呈下行的有景区、住宿、购物和价格等。景区的安全和卫生管理、客流量管理、讲解等各项监测指标满意度均有所下降， 门票价格的满意度仅为69.78。住宿业由于旅游信息提供不足和价格、服务人员等问题，满意度也有所下降。影响购物满意度的主要因素是自由度、推销方式和商品特色等。旅游价格则是目前满意度最低的指标。文化娱乐满意度呈上升趋势，文化含量提升、晚间活动增多是主要原因。旅行社满意度也呈上升趋势，但“再次选择旅行社的可能”下降到60% 以下，显示企业经营的短期行为仍不容忽视。存在类似问题的还有餐饮行业的卫生、服务态度，以及交通行业的服务和管理，例如交通标识和手册。出租车满意度也下降较大。

This quarter industry service satisfaction is fluctuation descending trend,For 71.78,A last quarter fell 0.36,Compared to the same period last year fell 0.5.Tourism industry is descending satisfaction have scenic spot/accommodation/Shopping and price etc.The safety and health management/Passenger flow management/Explain the monitoring index satisfaction are declined, Ticket price satisfaction was only 69.78.Accommodation industry due to the tourism information shortage and price/Service personnel problems,Satisfaction also declined.Impact shopping satisfaction is the main factor degree of freedom/Marketing mode and commodity characteristics, etc.Tour prices are the lowest satisfaction index.Cultural and entertainment satisfaction shows ascendant trend,Culture content ascension/Night increased activity is the main reason.Travel satisfaction also shows ascendant trend,but"Choose once again travel agency may"Drop to below 60%,Show business short-term behavior still nots allow to ignore.In a similar problem of food industry and health/Service attitude,And traffic industry service and management,For example, traffic signs and manual.Taxi satisfaction also larger decline.

　　游客对各服务要素打分从高到低依次是：居民友好程度78.21、城市文明程度77.30、生态气候77.21、旅行社77.13、市容市貌76.90、文娱76.65、导游和领队76.36、开放程度76.29、安全感76.23、机场76.10、住宿74.99、火车站74.75、餐饮74.47、步行道73.87、景区73.78、长途车船73.50、市场秩序73.49、政府网站73.27、交通道路73.24、公交车和汽车站73.23、信息咨询73.05、购物73.04、交通标识72.81、应急管理72.60、出租车72.58、卫生管理和公共厕所71.96、投诉系统71.57、价格71.35。

Visitors to each service factor score from high to low in turn is:Residents friendly level 78.21/Urban civilization degree 77.30/Ecological climate 77.21/Travel agency 77.13/The city ShiMao 76.90/Recreational 76.65/Guide and leader 76.36/Openness 76.29/Security 76.23/Airport 76.10/Accommodation 74.99/The railway station 74.75/Catering 74.47/Walking way 73.87/Scenic area of 73.78/Long distance car 73.50/Market order 73.49/The government website 73.27/Traffic road 73.24/Buses and bus stop 73.23/Information consultation 73.05/Shopping 73.04/Traffic signs 72.81/Emergency management 72.60/Taxi 72.58/Health management and public toilet 71.96/The complaint system 71.57/The price of 71.35.

　　三、60个样本城市的游客满意度 three/60 sample city tourist satisfaction

　　2012年第三季度样本城市游客满意度从高到低依次是：上海86.49、苏州85.32、黄山84.70、成都84.68、南京84.21、厦门83.81、北京83.58、宁波82.89、重庆82.35、无锡82.20、广安82.17、烟台82.00、贵阳81.93、大连81.80、杭州81.80、青岛80.69、沈阳80.64、广州80.51、珠海80.44、长沙80.23、哈尔滨80.07、南宁80.03、济南79.64、昆明79.31、桂林79.21、天津79.14、西安79.05、延边78.89、呼和浩特78.64、郑州78.49、武汉78.23、大同78.08、吉林77.85、丽江77.20、承德77.07、秦皇岛76.89、张家界76.83、太原76.64、洛阳76.28、合肥76.15、海口75.90、西宁75.69、乌鲁木齐75.62、赣州75.42、遵义75.40、温州75.36、九江75.23、深圳74.85、长春74.65、福州74.27、延安73.73、湘潭73.63、拉萨73.30、银川73.28、石家庄73.19、兰州73.11、三亚72.01、南昌71.59、北海70.35、汕头68.95。

In the third quarter of 2012 sample city tourist satisfaction from high to low in turn is:Shanghai 86.49/Suzhou 85.32/Huangshan 84.70/Chengdu 84.68/Nanjing 84.21/Xiamen 83.81/Beijing 83.58/Ningbo 82.89/Chongqing 82.35/Wuxi 82.20/Cross section 82.17/Yantai 82.00/Guiyang 81.93/Dalian 81.80/Hangzhou 81.80/Qingdao 80.69/Shenyang 80.64/Guangzhou 80.51/Zhuhai 80.44/Changsha 80.23/Harbin 80.07/Nanning 80.03/Jinan 79.64/Kunming 79.31/Guilin 79.21/Tianjin 79.14/Xian 79.05/Yanbian 78.89/Hohhot 78.64/Zhengzhou 78.49/Wuhan 78.23/Datong 78.08/Jilin 77.85/Lijiang 77.20/Chengde 77.07/Qinhuangdao 76.89/Zhangjiajie 76.83/Taiyuan 76.64/Luoyang 76.28/Hefei 76.15/Haikou 75.90/Xining 75.69/Urumqi 75.62/Ganzhou 75.42/Zunyi 75.40/Wenzhou 75.36/Jiujiang 75.23/Shenzhen 74.85/Changchun 74.65/Fuzhou 74.27/Yanan 73.73/Xiangtan 73.63/Lhasa 73.30/Yinchuan 73.28/Shijiazhuang 73.19/Lanzhou 73.11/Sanya 72.01/Nanchang 71.59/The north sea 70.35/Shantou 68.95.

　　当前满意度较高的城市主要分布在长三角城市群、海峡西岸城市群和成渝城市群，其中成渝城市群游客满意度提升和保持效果较好。本季度处于“基本满意”及以上水平的城市为47个，占样本总数的78.3%，总体和结构均保持基本稳定。前三季度上海、西安、延安等城市满意度呈上升趋势。延安、深圳、天津、广安等城市旅游投诉满意度大幅提升，石家庄、三亚、银川等地旅游投诉服务满意度则下降。散客满意度最高的城市是上海、成都、北京、厦门和烟台等。游客重游意愿和推荐意愿最高的城市是广安、上海、青岛、北京和重庆。

The current satisfaction higher city are mainly distributed in the Yangtze river delta urban agglomeration/The west coast of the strait "urban agglomeration and urban agglomeration to chongqing,Among them into chongqing urban agglomeration tourist satisfaction ascension and keep the effect is good.This quarter in"Basic satisfaction"And the level of city for 47,Accounted for 78.3% of the total number of samples,Overall and structure are kept basically stable.Shanghai the first three quarters/xian/Yenan and other cities satisfaction shows ascendant trend.yenan/shenzhen/tianjin/, such as cross urban tourism complaints satisfaction improved significantly,shijiazhuang/sanya/Yinchuan, tourist complaint service satisfaction is down.Individual traveler satisfaction is the highest city of Shanghai/chengdu/Beijing/Xiamen and yantai, etc.Tourists revisit intention and recommendation intention of the highest city is a waste/Shanghai/Qingdao/Beijing and chongqing.